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after the vigorous "price war" started, internal competition has spread to the automotive industry. the massive entry of new cars is dazzling, and the prices change three times a day. in fact, disorderly "price wars" often represent the deterioration of the market environment. after low prices and low quality become the mainstream, they begin to affect the healthy development of the automotive industry. how to make the automotive industry return to a healthy competitive situation? as a powerful, principled and visionary car company, beijing hyundai has always adhered to its original intention and long-termism, refused to join the low-price and low-quality "leeks" of users, and adhered to the right path to surprise and usher in the moment of starting again.

stick to the original intention and seek progress in stability

in the impetuous car manufacturing market, beijing hyundai, backed by the world's top three car companies, is still developing steadily according to its own brand planning. with the continuous investment of hyundai motor group and baic group, beijing hyundai has completed its layout in technology and market. at the beijing auto show in the first half of the year, general manager wu yijun officially released the "in china for the world" brand strategy. relying on the local resource advantages, beijing hyundai will conduct in-depth cooperation with other companies in the fields of electrification, intelligence, and autonomous driving to meet the car needs of domestic consumers; secondly, it will gradually improve its own r&d capabilities. starting from 2025, beijing hyundai will launch a new pure electric model and build a new energy model matrix that conforms to the chinese market.

at the same time, beijing hyundai will also build on its own advantages and take advantage of the hyundai group's global market to create international models for globalization and become hyundai motor's global export base. as of the first half of the year, beijing hyundai's export growth has reached 200%, and it plans to export 50,000 vehicles throughout the year, achieving a major breakthrough in its "global" strategy.

in the disorderly competition of the new energy industry, prices change three times a day, rapid iterations and quality problems emerge in an endless stream, old car owners are backstabbed, and quality complaints occur frequently. car companies represented by beijing hyundai are still adhering to their original aspirations and long-termism, striving to reverse the situation in the industry and create higher value and more demand-oriented products for users. they do not fool users, backstab users, or use users as experiments.

hyundai motor group chairman chung eui-sun said: "the core of customer satisfaction is to provide high-quality products and services." beijing hyundai has established a "quality +" quality assurance system, and its products have been ranked first in jd power's "vehicle reliability research" for many years.

based on the attitude of being responsible to users, beijing hyundai trial-produces 500 vehicles for safety and durability testing before each vehicle goes into mass production. it continuously accumulates and provides feedback on test data and does not use users as experiments, allowing users to directly get safer and more reliable mass-produced vehicles.

continue to promote the fuel market and accelerate the development of electrification

while continuing to promote electrification, beijing hyundai is also continuing to consolidate its traditional advantage in fuel vehicle business, adhering to long-termism, steadily advancing the fuel vehicle market, and accelerating the high-quality development of electrification. during this chengdu auto show, beijing hyundai demonstrated its spirit of exploration in the fields of fuel and electric vehicles.

the fifth-generation santa fe launched this time is undoubtedly the highlight of this auto show. its hardcore off-road style and comfortable ride have made it a trend-setter in this segment. as the first "square box" of the joint venture, the fifth-generation santa fe adopts the one model square box shape, and its wind resistance coefficient is only 0.3cd. it has the industry's first hidden climbing handle, two-way openable aaf active air intake grille, and a larger lower guard plate, which takes into account both appearance and practicality.

the seats provide 5/6/7 seats in various space layouts, more ergonomic seats, and a quieter driving space. the fifth-generation santa fe meets the comfortable travel needs of different families. the leather and suede used in the interior highlight the luxurious style, and the high-end experience brought by 12 bose surround speakers further enhances the comfortable driving experience.

the l2+ intelligent driving assistance provided by 22 high-precision sensors has 30 adas intelligent driving assistance functions, which are comparable to or even exceed the intelligent driving functions of mainstream new energy vehicles, demonstrating beijing hyundai's investment and achievements in new technologies. in terms of quality, the fifth-generation santa fe has ultra-high-strength steel accounting for more than 53.5% of the vehicle, up to 10 airbags, and active and passive safety brought by full-domain high-precision sensors, which have once again refreshed the safety standards of the same level. in the collision test of the insurance institute for highway safety (iihs), known as the "most stringent collision test organization", the fifth-generation santa fe received the highest safety rating.

the all-new kustu, which has just been launched on the market, also made its debut at the chengdu auto show. based on a deep insight and precise grasp of the travel needs of family users, the new kustu has achieved a comprehensive upgrade in exterior design, interior texture, and smart technology, allowing family users to enjoy the high configuration brought by cost-effectiveness, a more pleasant car-buying experience, and a more comfortable and convenient car-using experience, and deeply understand beijing hyundai's car-making concept of "enjoying high configuration at a low cost."

conclusion: at the 2024 chengdu auto show, beijing hyundai is equally powerful in the development and transformation of fuel and electrification. only by adhering to long-termism and people-oriented principles can it persist in the impetuous automobile market for a long time, keep moving forward, and continuously consolidate and enhance the brand influence of beijing hyundai.